1. Stop worrying about it. There’s nothing illegal about what Butter Crisp is proposing to do, and the company will closely guard any personal information gathered. Children can’t be harmed in any way by using the new Web site.

2. Begin talking with other managers and try to build a coalition in support of some stricter controls, such as requiring parental permission to enter areas of the site that offer Crisp Cash in exchange for personal information.

3. Contact the Center for Media Education and tell them you suspect Butter Crisp intends to use the Web site to conduct marketing research. The Center might be able to apply pressure that would make it uncomfortable enough for Deakins to pull the plug on the new kids’ Web site.

As head of the marketing department for Butter Crisp Snack Foods, 55-year-old Frank Bellows has been forced to learn a lot about the Internet in recent years. Although he initially resisted the new technology, Frank has gradually come to appreciate the potential of the Internet for serving existing customers and reaching potential new ones. In fact, he has been one of the biggest supporters of the company’s increasing use of the Internet to stay in touch with customers.